Press Release
Detroit, January 11, 2009 - In sync with consumers' mindset-change toward affordable, efficient, yet high-quality automobiles, Mazda presents the all-new 2010 MAZDA3. This redefined, reengineered, and restyled sport compact climbs atop its predecessor's tall shoulders to deliver improved appearance and performance, fresh features, and an unmatched level of refinement.
Like all Mazdas, the 2010 MAZDA3 has the soul of a sports car, ensuring that driving enjoyment is a top priority. In response to the rising expectations of a dedicated sport-compact customer base and new consumers attracted to a fuel-efficient yet highly versatile 4- or 5-door sedan, this second-generation model also offers:
- A more sophisticated and exciting exterior hinting at Mazda's Nagare (motion and flow) design philosophy
- Elevated driving dynamics attributable to comprehensive body, chassis, and powertrain enhancements
- Key safety and environmental upgrades
- A higher level of standard and optional equipment
- An overall sophistication that ventures beyond the sport-compact segment to rival import models costing thousands more
The MAZDA3 is Mazda's most gratifying success story. The first generation sold for the past five years exceeded the expectations of nearly 2-million owners around the world while earning 90 major awards from car critics and enthusiast magazine editors. America's leading consumer publication listed the MAZDA3 as one of the best vehicles costing less than $25,000. Reader surveys gave this car top scores for reliability and low operating expense, two additional reasons why it earned a "RECOMMENDED" rating.
One out of every three Mazdas sold worldwide is a MAZDA3. In the US, its sales increased each year for the last five years. In 2008, the last year in the first generation MAZDA3 lifecycle, it singlehandedly represented 44 percent of Mazda North American Operation's sales volume.
MAZDA3 is a favorite for consumers shopping for their first new vehicle. MAZDA3 buyers are typically the youngest, both in their segment and among the greater Mazda family. By consistently exceeding ambitious wants and needs, the MAZDA3 continues to earn the loyalty of its youthful customer base. Offering two bodystyles, three trim levels, and four separate powertrain options, the new MAZDA3 is expected to spread the Zoom-Zoom spirit far and wide.
According to David Matthew, MAZDA3's vehicle line manager, "This product has earned its stripes as a high quality and exciting sport compact. Our customers voice four reasons why they choose this product over direct competitors as well as alternatives outside the sport-compact segment:
- Zoom-Zoom Design-MAZDA3's dynamic styling stands out from the small-car crowd to provide customers lasting pride of ownership.
- Zoom-Zoom Performance-This car's driving character is steeped in vigor and exhilaration, the sheer joy of motion. It delivers on the visual promise provided by its distinctive exterior. Long after the new wears off, MAZDA3 continues putting a smile on its driver's face.
- Exemplary Quality and Craftsmanship-Every see and touch point is finished to a level of perfection unmatched in the compact class. MAZDA3's interior design and execution goes beyond Japanese competitors to rival more expensive European brands.
- Insightful Features-Several of MAZDA3's rivals-Civic, Focus, Sentra-skip the versatile 5-door bodystyle, a configuration one third of the MAZDA3 customer base prefers. Mazda also pioneered the availability of upmarket features such as a navigation system, leather trim, xenon headlamps, electronic stability control, and rain-sensing wipers. MAZDA3 is well known for offering the creature comforts and equipment savvy buyers are seeking in a small, affordable, and highly maneuverable sedan.
Zoom-Zoom Never Sleeps
Success has been good to the MAZDA3. The customer devotion it achieved spurred Mazda's engineering team to design and develop a successor capable of making major strides in driving enjoyment, fuel efficiency, ride poise, occupant protection, and all-around user friendliness.
According to Program Manager Yoshiyuki Maeda, "We had no intention of merely protecting the position we held. Instead, our task was to keep the target moving for our competitors by further exceeding customer expectations. Our goal was to create a sport compact capable of advancing driving pleasure to new heights. This is the essence of Mazda's Sustainable Zoom-Zoom credo and what separates our company and our products from other cars and brands.
"The renewal process began by identifying exactly what made the existing MAZDA3 such a global overwhelming success. The Zoom-Zoom driving experience rose to the forefront as our standout attribute. With that in mind, we set to work creating a new generation capable of delivering even more driving enjoyment. Instead of altering the size and general makeup, we focused on implementing improvements throughout the body structure, powertrain, and chassis that would be immediately apparent to the driver and appreciated by every MAZDA3 occupant.
"Realizing that the Zoom-Zoom emotional spirit is both static and dynamic, we gave the new MAZDA3 a more expressive and sophisticated interior and exterior with added sportiness. With consumption and environmental stewardship concerns growing around the globe, the MAZDA3 also provides an excellent opportunity to showcase our latest gains in fuel efficiency and exhaust emissions.
"New features-many of which are borrowed from the new MAZDA6-are also introduced here with the aim of exceeding constantly rising customer expectations. Ultimately, we designed and engineered a whole new MAZDA3 that blends the best of the previous model with large and small refinements in countless areas."
Bolder, More Beautiful Exterior
Chief designer Kunihiko Kurisu describes the design concept as "inheriting MAZDA3's established identity while making it more expressive." He continues "I wanted to strengthen the Mazda brand with the all-new MAZDA3 design. Key designers from not only Japan but also Mazda North American Operations and Mazda Motor Europe worked very closely to create a more emotional design with an even richer expression."
Jonathan Frear, who worked on the MAZDA3's design for two years at Mazda Motor Europe, before joining Mazda North American Operations last April, Carlos Salaff, a senior designer who made major contributions at the quarter-scale model stage, and Jordan Meadows, Mazda North American Operations' design manager, are all proud of what they have collectively achieved. "The new MAZDA3 provided us an opportunity to translate new design cues into the reality of a car which Mazda customers can own, drive, and enjoy," notes Meadows. "You may note some first hints of Nagare design appearing."
"It's all about the thought processes," adds Frear. "There are strong similarities between recent concepts and the new MAZDA3 in the grille execution, the front and rear lamp treatments, and the deep creases that play an important role in the front fender design. New lighting technology has given us the opportunity to express motion and flow in more interesting and exciting ways. So all of the MAZDA3 fans who love their current cars will surely appreciate the dramatic fashion statement we've designed into this new edition."
It begins with a bold grille that is purposely polarizing. "Mazda has never been afraid of taking design risks," says Salaff. We always strive to push our exterior, to stretch what is considered normal. We wanted the MAZDA3's dominant grille design to be bold because that will separate this car further from the blasé competitors and, by leaping ahead of the crowd, keep us looking fresh even late in this product's life."
"The MAZDA3's new face also helps distinguish it from the new MAZDA6," adds Frear. "However, the five-sided opening is still instantly recognizable as a strong Mazda design cue. Likewise, the aggressively sculpted front fenders and hood share a clear family resemblance with the MAZDA6 and RX-8. Our 'soul of a sports car' mantra isn't restricted to powertrain and chassis attributes."
Combining the two medium-sized grille openings used previously into one larger opening also pays functional dividends. Frear explains: "Shifting the air-intake lower on the car increases the pressure of the flow. As a result, the actual grille opening is 20-percent smaller than what was necessary with the previous generation MAZDA3. Most of the air is routed over the hood or around the sides of the car, yielding a significantly lower drag coefficient. (The previous drag coefficient ranged from 0.30 to 0.32, depending on bodystyle and tire size, and has now been reduced from 0.29 to 0.31.) Cars equipped with an automatic transmission have a second driver's-side inlet opening that routes air through a heat exchanger.
"It's important to note that we have used the front bumper surface as a key MAZDA3 design element," adds Frear. "The grille and various elements within its periphery are three dimensional so they literally flow into the surrounding surfaces. The Mazda identification badge is larger and prominently raised above the front body surface.
"Other Nagare-like flow lines are evident in the hood, down the sides of the car, and in the center of the decklid. MAZDA3 is very much a preview of coming attractions.
"The front-to-rear rise of the beltline gives the MAZDA3 a crouched, expectant look of a predator ready to pounce. This treatment also provides functional benefits. The low-in-front window opening provides excellent outward visibility. The driver can easily spot lane markings and the road surface close to the car. But a higher belt-line in the rear seat area gives occupants a greater sense of security. Likewise, the elevated decklid surface is both an aerodynamic aid and a means of maximizing trunk room."
Meadows adds, "designers always attempt to build a strong emotional connection with their customers. We do it through their hearts-by giving them cars they are genuinely proud to own. They appreciate the quality, they're pleased with a reasonable price, but Mazda owners are most proud of how their cars drive and the attractive appearance. They expect their cars to be a reflection of their personalities, so Mazdas are purposely youthful and outgoing. Those character traits read through loud and clear in the MAZDA3's design language."
"We're also conscious of the fact that this sport compact is likely to spend major portions of its life in urban areas. So the front end is purposely configured to connote the soul of a sports car. Those who pull up from behind or get passed by the MAZDA3 see the vivid taillamp execution and dual exhaust pipes in the case of the 3s model. The precision and attention to detail suggests a much more expensive automobile. And in the side surfaces, there's ample evidence of our Zoom-Zoom spirit as interpreted by the Nagare design aesthetic."
Straight as an Aero
To maximize fuel economy while hushing wind noise, extra effort was invested in trimming the new MAZDA3's aerodynamic drag. Subtle reshaping of the front bumper beam greatly diminishes the turbulence of air passing through the grille. Several speed flaps located in the radiator shroud automatically open at highway velocities to allow some air to bypass the cooling fan.
Wind tunnel testing revealed that small deflectors located near the front tires and subtle adjustments to the upper-forward corners of the A-pillars, outside mirrors, windshield wipers, and taillamps also helped smooth air flow along the sides of the car. The net gain was a six-percent reduction in wind noise. In terms of aero performance, the new MAZDA3 is one of the most efficient entries in its segment.
Driver-oriented, Premium-Quality Interior
The new MAZDA3's cockpit is configured to support the driver in a more dedicated manner than any sport-compact competitor. Two large instrument clusters are carefully positioned and clearly marked to deliver engine and road speed information. Key controls are located in the steering wheel spokes where they can be reached with minimum distraction. A new Multi-Information Display screen containing navigation, audio, and trip information is positioned high on the instrument panel to avoid the need for the driver to refocus vision off the road ahead. A second screen slightly to the right provides station frequency and climate control setting information.
Mazda's Human Machine Interface approach breaks the interior into three key zones: displays and controls used most frequently are located high and close to the driver to significantly reduce eye motion and refocusing; audio and climate controls are also elevated in the center stack to minimize the amount of head motion needed to change any setting; switches located on the door arm rest, steering column, and steering wheel are designed for intuitive operation so they can often be activated with no need for head or eye motion. Responding to the knowledge gained from human-machine studies, the new MAZDA3's center console was elevated to shorten the reach to the shift lever and parking brake more by than two inches.
In keeping with the Zoom-Zoom philosophy, the interior of every Mazda is not just a place to sit and travel, it's the location where the joy of driving and the satisfaction of owning something special are delivered. From the pleasant sound of the entry chime to the gradual rise of interior illumination, every MAZDA3 interior design detail is carefully conceived and executed with high quality in mind. Roof pillars and the beltline are designed to maximize outward visibility and the feeling of roomy openness.
The new instrument panel top cover is a padded, seamless, and elegantly grained surface that sweeps from the center console to both A-pillars. The center console provides two cupholders, a sliding armrest, and a roomy storage box, before blending in a continuous curve into the instrument panel. HVAC and audio controls are large, properly textured and illuminated to provide a visual feedback that a command has been received. A damper is included to smooth the opening and closing of the small compartment built into the instrument panel, the overhead sunglasses storage box and the roomy glove box.
